Mars International India Pvt. Ltd on Monday announced the appointment of cricketer Mahendra Singh Dhoni as the new brand ambassador for its chocolate brand ‘Snickers’.
Since its launch in India, the chocolate bar has established itself as a solution to hunger cravings and developed a strong base of consumers.
“We are honoured to have M.S. Dhoni join the Snickers family. The brand is loved across the world for its cool quotient and there is no one who personifies this better than our very own Captain Cool. Ever since its launch in the Indian market, Snickers has successfully built upon the philosophy of how you’re not you when you are hungry,” Yogesh Tewari, marketing director, Mars Wrigley Confectionery said in a statement.
Made by advertising agency R.K. Swamy BBDO Ltd, the company rolled out a 30-seconds commercial featuring Dhoni as a warrior. The advertisement captured a humorous locker room conversation where Dhoni calls upon his teammates to take a pledge to beat the opposing team. Then, one of the player offered him a bar of Snicker saying hunger makes even Captain Cool (title given to Dhoni) lose his temper, hinting the brand proposition “You are not you when you’re hungry”.
Apart from television, the campaign will be supported by digital, in-store and outdoor promotions.
Apart from the chocolate brand, Dhoni endorses an array of brands across categories such as Exide Life Insurance, Orient Fans, smartphone maker Lava International, automobile firm TVS Motors, liquor brand McDowell’s No. 1, SRMB Steel and health supplement brand Revital H.
The brand was earlier endorsed by Bollywood personalities such as Sonam Kapoor and Rekha.